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Marketing tips for e-commerce websites | Series 1

Over the next 10 weeks, we’re focusing on the importance of e-commerce retailers getting their marketing strategies right. To help we’re releasing 5 marketing and advertising tips each week for e-commerce websites to boost their profits.

Here are the first five.

1.Retargeting on a product level

Retargeting is essential for all e-commerce businesses to engage with potential customers and guide them through their path to purchase. However, the same blanket message simply won’t work.

Tailor your Retargeting message based on the intent of the user. If they viewed a specific product, what does that tell you? They are interested in it and have potential intent to buy. They might be researching, comparing products across competitors, or simply waiting for that particular product to be discounted.

Whatever their motivation, if they haven’t purchased, it’s critical for you to re-engage. Do this through Product Retargeting with that exact product, as soon as they leave your site. That’s a really good start but how you approach your messaging is what will be the deciding factor to convert.

2. Re-engage with consumers that have left their basket abondoned 

The average cart-abandonment rate is 70%. That means that seven out of 10 users that put something in their shopping cart will abandon it at the final stage. 

By finding the right tactics to re-engage with these users you can boost your conversions which will positively impact your business’ bottom line. 

So what are your options? 

An email reminding users they left something is always a good choice, but it relies on them checking and opening their emails. Their response might therefore not be instant if at all. 

Opting for product Retargeting where you can illustrate the exact products abandoned in the basket, will immediately re-engage that user as soon as they go elsewhere online. You’ll be at the forefront of their mindset as they continue to browse.

3. Understand the audiences that are of most value to your business

Your business will most likely have an idea of your target customers, but it’s important to use as many sources of data to define exactly who your audiences are.

Social media is also good for this, try checking out a few of your previous customers or collecting links to social profiles to tailor future offerings. 

Track as many data points as possible to build a complete picture of your target customers. You can use your sales data, website analytics, previous email campaign results or reports from your digital advertising.

This helps to understand those consumers that are of the most value to your business.

4. Create original content that caters to the needs of your customers

Customers might need your products and love your brand or you have exactly what they need to solve their biggest issues. It’s the job of your marketing team to let them know this and to help with their individual requirements. 

Your onsite content is a crucial tactic to do exactly this.

Dig into search data and perform non-transactional keyword research to understand the questions your customers are asking around your products. They may be searching for style advice for the holiday season, what cold remedies actually work or the best party supplies for New Year’s Eve. 

Understanding the questions that are being asked around your products lets you tailor content to answer queries that you know your audience will have. This drives more traffic to your website, places yourself as an authority in the sector and caters to the needs of your potential customers.

Why wouldn’t they choose to purchase from you?

5. Make your delivery options the best

Do you stand out to potential customers when it comes to your delivery options? Are they speedy, flexible and are they cheap? 

Crucially, are they sustainable? According to recent research, 43% of Brits say that they are more likely to shop with a rival retailer if they offer a better range of sustainable delivery options. 

This could be what comes between you and your competition. How can you make your business stand out? 

Learn more about how Fluid Ads and how we can improve advertising performance for your e-commerce business. Stay up to date with Series 2 and Series 3 of our essential tips.

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